Page 68 - TFWA World Exhibit 2022 Special Edition

INSIDER

Bacardi announces new rum premiumization strategy: Depth in Every Drop

Bacardi Global Travel Retail has to the Bacardi mojito. discover its versatility in cocktail-making
announced the launch of ‘Depth in Every “Setting the standard for rum- and we have the evidence to prove how this
Drop,’ a new omnichannel engagement making globally, we are launching a new is manifesting in GTR airport stores with
campaign launching globally, for the omnichannel campaign in GTR, ‘Depth the success of our premium portfolio in
Bacardi premium rum portfolio. in Every Drop,’ with an emphasis on the trading people up. Travel is exciting, it’s in
The company says its mission is commitment to barrel aged rums and our human DNA and our rum portfolio is
to lead category growth with a focus craftsmanship in the Bacardi portfolio coming to life like never before, inspiring
on premiumization. Bacardi is the No.1 - emphasized by the secondary message and delighting travelers with innovation
Rum in GTR with 24% share of the total ‘aged under the Caribbean sun.’ With this in both product and in-store experiences,
category and 12% of the premium segment campaign we also want to invite consumers making moments matter.”
(IWSR 2021). to discover that premium aged rum is a
In Global Travel Retail, Bacardi’s rum beautiful, dark spirit full of complexity and
portfolio features Bacardi Cuatro, Bacardi character.”
Ocho, Bacardi Diez, Bacardi 16 YO and The digital strategy for ‘Depth in
Bacardi Reserva Limitida. The company Every Drop’ follows the entire consumer
says its GTR portfolio is clearly designed journey right from the moment they book
and easy to navigate. their trip, before and on the day of travel,
Ignacio Vazquez, Global Head of with paid and social media channels
Marketing, Bacardi Global Travel Retail focused on pre-trip and on return-trip
explains the strategy. “The Rum category consideration, driving conversion online
in GTR is the next category to premiumize. to retail partners’ websites. The campaign
Bacardi is uniquely positioned to drive this is also highly visible in the airport with
opportunity forward, as the only premium prime digital media sites, driving footfall
rum portfolio with the strategic authority towards the activation space. The campaign
to unlock the category’s true potential. is supported in-store with cocktail
This is underpinned by the Bacardi brand’s demonstrations and tasting opportunities
160 year heritage, its position as the that help curious shoppers discover their
world’s most awarded rum with over 1000 favorite rum for cocktails or sipping neat as
accolades to its name, and as the original an alternative to other spirits.
pioneer of cocktail culture, inspiring the Ignacio Vazquez continues: “Rum
creation of many of the world’s most is enjoying a renaissance in the on and
popular cocktails, from the Bacardi daiquiri off-trade in many markets as more people

Bacardi names new GTR head

Bacardi has announced that Leila commercial acumen from across several
Stansfield will take over the leadership of aspects of our business. This is a time
its global travel retail business beginning of transformational opportunity for
in January 2023. Stansfield, currently the global travel retail and Bacardi is deeply
On-Trade Sales Director, Bacardi UK committed for the long term. With a
& Ireland, will be replacing the current passion for people – our customers,
Managing Director, Vinay Golikeri, who consumers and for unlocking potential
will become Managing Director, India in her team - Leila will be a tremendous
and Neighboring Countries. Stansfield leader to move GTR into the new
has previously held roles as GTR Finance omnichannel era, maximizing the unrivaled
Director and GTR Marketing Director. She dynamics in terms of strategic brand-
will be the first female lead for the division. building and commercial opportunity as
Vijay Subramaniam, Regional well as driving our ESG goals – a key
President AMEA & GTR, Bacardi Leila Stansfield objective in our strategic ambitions for
comments on the change, “Vinay has introducing significant innovation in global travel retail.”
played a pivotal role in leading and shopper experience and our brand portfolio. Looking ahead to her new role, Leila
developing our global travel retail business. I would like to thank Vinay for his Stansfield adds, “I am very excited to be
The last few years have been particularly unwavering drive and positive leadership returning to global travel retail in January
difficult for this channel, and Vinay has and to wish him every success in his new 2023, especially at a time when the market
successfully navigated the challenges role. looks set to move towards full recovery. I
of the pandemic. He has spearheaded “Meanwhile, we are delighted to look forward to reconnecting with our retail
our ambitions as a front-runner in the welcome Leila Stansfield back to GTR. partners and stakeholders to accelerate and
omnichannel revolution sweeping travel She is a driving force in our senior deliver mutually beneficial strategies for
retail by partnering with retail customers, leadership team and brings valuable growth.”

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